Craft brewers aim to entice Millennials with narrative branding
Implications - Craft beer producers are opting to use narrative branding concepts as a means of connecting with Millennials, who are looking to form an intimate connection with the brands they purchase from. In addition to highlighting the role of story-driven branding in connecting with Millennial consumers, this demonstrates the emotive power of design in communicating a product's origins in a manner that consumers are able to connect with on a meaningful level.
Workshop Question - Consumers of craft beer often enjoy the brand narrative of their favorite brewery and these companies have decided to take a more literal approach to this. What kind of value do consumers place on brand narrative within your industry?
Trend Themes
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Narrative Branding — Craft beer producers are using narrative branding to connect with millennials, showing the emotive power of design in forming intimate connections with consumers.
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Quirky Animal Labeling — Breweries are designing beer labels featuring humanized animals that represent the unique characteristics of each beer, while maintaining a common logo and color scheme for cohesive branding.
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Storytelling Labels — Breweries are creating beer branding competitions that invite artists to design labels that tell a story through images, promoting brands with compelling narrative-fueled designs.
Industry Implications
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Craft Beer Industry — Craft beer producers are incorporating innovative branding strategies to connect with consumers and create emotional ties to their products.
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Graphic Design Industry — Graphic designers are being challenged to create unique, eye-catching beer packaging that tells a story and promotes a brand's unique identity.
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Marketing Industry — Marketers are looking to narrative branding and storytelling to promote products and connect with consumers on a deeper emotional level.
6 Featured, 49 Examples:
232,159 Total Clicks
Date Range:
Jul 15 — May 16
Trending:
Warm
Consumer Insight Topics:
